Systems and methods for providing information based on location

ABSTRACT

Systems and methods for providing information based on a user&#39;s location are described. A system may include an inventory module to identify an instance of a product within a field of vision of a user. A search module may identify incentives to purchase the product. A location module may generate a pictorial representation of the field of vision where an image of the product is located within the pictorial representation based on the position of the product in the field of vision of the user. A mapping module may map an icon representing at least one of the one or more incentives to a location within the pictorial representation corresponding to the position of the product. A display module may provide a user interface including a display comprising the icon located within the pictorial representation at a location corresponding to the position of the image of the product.

COPYRIGHT NOTICE

A portion of the disclosure of this patent document contains materialthat is subject to copyright protection. The copyright owner has noobjection to the facsimile reproduction by anyone of the patent documentor the patent disclosure, as it appears in the Patent and TrademarkOffice patent files or records, but otherwise reserves all copyrightrights whatsoever. The following notice applies to the software and dataas described below and in the drawings that form a part of thisdocument: Copyright 2011 eBay, Inc., All Rights Reserved.

TECHNICAL FIELD

This patent document pertains generally to network communications, andmore particularly, but not by way of limitation, to systems and methodsfor providing information based on location.

BACKGROUND

While shopping, customers may rely on coupons, club member discounts,temporary price cuts, or other discounts to save money on theirpurchases. In some instances, it may be difficult for a customer todetermine which discounts apply to which items on the store shelf.

BRIEF DESCRIPTION OF DRAWINGS

Some embodiments are illustrated by way of example and not limitation inthe figures of the accompanying drawings.

FIG. 1 is a network diagram depicting a client-server system withinwhich one example embodiment may be deployed.

FIG. 2 is a block diagram of an example incentive system according tosome embodiments.

FIG. 3 is a flow chart illustrating a method to provide informationbased on location, according to an example embodiment.

FIG. 4 is an example user interface generated according to an exampleembodiment.

FIG. 5 is another example user interface generated according to anexample embodiment.

FIG. 6 is a block diagram of machine in the example form of a computersystem within which a set instructions, for causing the machine toperform any one or more of the methodologies discussed herein, may beexecuted.

DETAILED DESCRIPTION

In the following description, for purposes of explanation, numerousspecific details are set forth in order to provide a thoroughunderstanding of some example embodiments. It will be evident, however,to one skilled in the art that the present invention may be practicedwithout these specific details. As used herein, the term “or” isinclusive unless otherwise noted.

As used herein, the term “item” is used to refer to an individualinstance of a good for sale. An item may be fungible or substantiallyidentical to other items. For example, a can of vegetables having acertain size and a certain brand may be substantially identical to othercans of vegetables having the same contents, size, and brand. The term“product” is used to refer collectively to a plurality of items that aresubstantially identical. As such, each item corresponding to one productcan be described using the same description.

An incentive system is provided herein to assist users to manageavailable incentives to purchase certain products by providinginformation based on the location of the user. An incentive may be acoupon, a discount, a bulk deal, a loyalty card reward, or some otherbenefit that will accrue to the user upon purchasing a certain productor products.

In a bricks-and-mortar store, items for sale are displayed on one ormore shelves. As the customer walks among the shelves, the customerselects items to purchase. Some items may be associated with one or moreincentives to purchase the product corresponding to the item. However,the incentives may not be posted on the shelves.

The systems and methods described herein provide an interface having adisplay that includes a pictorial representation of the shelf in thestore and icons that indicate that an incentive is available for aparticular product.

FIG. 1 is a network diagram depicting a client-server system 100, withinwhich one example embodiment may be deployed. A networked system 102, inthe example forms of a network-based marketplace or publication system,provides server-side functionality, via a network 104 (e.g., theInternet or Wide Area Network (WAN)) to one or more clients. FIG. 1illustrates, for example, a web client 106 (e.g., a browser), and aprogrammatic client 108 executing on respective client machines 110 and112. The client machine 110 or 112 may comprise a mobile device such asa mobile phone or other handheld device.

An Application Program Interface (API) server 114 and a web server 116are coupled to, and provide programmatic and web interfaces respectivelyto, one or more application servers 118. The application servers 118host one or more marketplace applications 120 and incentive systems 122.The application servers 118 are, in turn, shown to be coupled to one ormore databases servers 124 that facilitate access to one or moredatabases 126.

The marketplace applications 120 may provide a number of marketplacefunctions and services to users that access the networked system 102.The incentive systems 122 may likewise provide a number of incentiveservices and functions to users. The incentive systems 122 may providethe user with incentives to purchase particular products using anaugmented reality display. While the marketplace applications 120 andthe incentive systems 122 are shown in FIG. 1 both form part of thenetworked system 102, it will be appreciated that, in alternativeembodiments, the incentive systems 122 may form part of an incentiveservice that is separate and distinct from the networked system 102.

Further, while the system 100 shown in FIG. 1 employs a client-serverarchitecture, the present invention is of course not limited to such anarchitecture, and could equally well find application in a distributed,or peer-to-peer, architecture system, for example. The variousmarketplace applications 120 and the incentive systems 122 could also beimplemented as standalone software programs, which do not necessarilyhave networking capabilities.

The web client 106 accesses the various marketplace applications 120 andthe incentive systems 122 via the web interface supported by the webserver 116. Similarly, the programmatic client 108 accesses the variousservices and functions provided by the marketplace applications 120 andincentive systems 122 via the programmatic interface provided by the APIserver 114. The programmatic client 108 may, for example, be anapplication for a mobile device to enable customers to access theaugmented reality display provided by the incentive systems 122 on thenetworked system 102 in an off-line manner, and to perform batch-modecommunications between the programmatic client 108 and the networkedsystem 102.

FIG. 1 also illustrates a third party application 128, executing on athird party server machine 130, as having programmatic access to thenetworked system 102 via the programmatic interface provided by the APIserver 114. For example, the third party application 128 may, utilizinginformation retrieved from the networked system 102, support one or morefeatures or functions on a website hosted by the third party. The thirdparty website may, for example, provide one or more promotional,marketplace, or payment functions that are supported by the relevantapplications of the networked system 102.

FIG. 2 is a block diagram of an example incentive system 200 accordingto some embodiments. The example incentive system 200 may be theincentive system 122. The incentive system 200 may be implemented inhardware, software, or as a combination of hardware and software.

An inventory module 202 is configured to identify an instance of aproduct for sale positioned within a field of vision of a user based onan input received from the user. The instance of the product for sale isan item for sale that conforms to the product description of theproduct. A product may be identified by a UPC code or SKU code, forexample. For example, the product may be a branded 14-oz. can of dicedtomatoes. The instance of the product (e.g., the item for sale) is theparticular branded 14-oz. can of diced tomatoes positioned on thegrocery store shelf.

A field of vision of the user is what the user sees within the store asthe user is traversing the stores. The field of vision of the user maybe a hypothetical field of vision or a captured field of vision. Thefield of vision may include a depiction of a portion of shelves in thestore, an end-cap located at the end of an aisle in the store, a specialpromotional display, a portion of a rack or bin in the store, a portionof a display case, or some other structure within the store.

A hypothetical field of vision may be determined based on what a typicaluser would see within the store. The hypothetical field of vision may begenerated based on the layout of the store and positions within thestore where the user might stand to view items for sale. In embodimentsusing a hypothetical field of vision, the instance of the product may beidentified based on an input that identifies the immediate position ofthe user within the store. For example, the user may provide an inputindicating the user's position in the store. The input may be a globalpositioning system (GPS) input, an alphanumeric input, or an imagecapture input. An input may include a series of numbers and letters thatidentify a hypothetical field of vision.

To illustrate, the store may post a sign (i.e., a position marker) on ornear a portion of shelving identified as a hypothetical field of vision.The sign may include a series one or more letters or numbers identifyingthe hypothetical field of vision from a plurality of hypothetical fieldsof vision within the store. In some instances, the sign may include a QRcode. In some instances, the user may simply type the series ofalphanumeric characters into the mobile device of the user. In otherinstances, the user may capture an image of the sign using a digitalcamera. The inventory module 202 may then use optical characterrecognition (OCR) to process the image to identify the series ofalphanumeric characters.

A captured field of vision may be captured by the user using, forexample, a digital camera. The captured field of vision may includeimages of one or more items arranged on a shelf in a store. The capturedimage may be processed to recognize multiple different productscorresponding to the items captured in the image. Some techniques thatmay be used singly or in combination to perform the recognition include,but are not limited to, color matching based on a distribution of colorsin the image, edge recognition, line recognition, whole image analysisbased on scaling and rotations, and optical character recognition.

A search module 204 is configured to identify one or more incentives toincentivize the user to purchase a product identified by the inventorymodule 202. The search module 204 may access an incentive database (notshown) that stores records of incentives offered to shoppers. The searchmodule 204 may further initiate a search of a network to access furtherdatabases such as a database maintained by the retailer, a databasemaintained by a distributor, a database maintained by a manufacturer, ora publically available database available via, for example, the WorldWide Web.

A location module 206 is configured to generate a pictorialrepresentation of the field of vision of the user. An image of theproduct is located in the pictorial representation based on the positionof the product in the field of vision of the user relative to otherobjects within the field of vision of the user. The pictorialrepresentation may be generated along with data identifying the locationof each image of a product within the pictorial representation. The datamay indicate which pixels of the pictorial representation correspond tothe image of the product. In pictorial representations where more thanone product image is depicted, the data may indicate which pixels of thepictorial representation correspond to each product image in thepictorial representation. In some instances, the data may furtherinclude an indication if a particular pixel or set of pixels correspondsto an edge, corner, or other specific portion of the image of theproduct.

A mapping module 208 is configured to map an icon representing at leastone of the one or more incentives to a location corresponding toposition of an image of the product within the pictorial representation.For example, the mapping module 208 may determine that a particularproduct depicted in the pictorial representation is associated with aparticular incentive available to a user purchasing the product. The mapincludes an icon to the pixels corresponding to the image of the productin the pictorial representation, replacing the portion of the image ofthe product with pixels constituting the icon. The icon may be definedby shape, one or more alphanumeric characters, smaller icons included inthe icon, size, color. In a user interface, when a user passes over anicon using a finger or pointer, the icon may be associated with a sound,a vibration, or other feedback signal. An icon may have a predeterminedplacement on the product (e.g., in a top right corner) or may be placedby the mapping module 208. The mapping module 208 may place the iconbased on a distribution of icons, a number of icons associated with theproducts, or the like.

The icon mapped to a product image may be selected from a plurality ofavailable icons that can be mapped. For a particular incentive, an iconmay be selected according to a number of factors such as, a type of theincentive, a provider of the incentive, a value of the incentive, aprogram associated with the incentive, a beneficiary of the incentiveother than the user (e.g., a charity), or other characteristic of theincentive. A particular product may be associated with one or moreincentives or icons.

In some instances, the mapping module 208 may be configured to access auser history database 210. The user history database 210 may include oneor more records about a purchase history of the user. The record mayinclude an identification of previous purchases made by the user,ratings about the previous purchases submitted by the user, anidentification of another user or users known to the user, affiliationsof the user, and additional user-specific information. The other userknown to the user may be a spouse, roommate, family member, colleague,or friend of the user. The other user may be selected by the user from aplurality of other users who are each known to the user. In someinstances, the other user may represent a corporate entity.

Based on the records stored in the user history database 210, themapping module 208 may map additional icons to the product images in thepictorial representation. The icons may indicate that a particularproduct has been previously purchased by the user or another user, hasbeen designated as a “favorite” by the user or the other user, or hasbeen added to a wish list by the user or the other user.

A display module 212 is configured to provide a user interface to aclient device of the user. The user interface includes a displaycomprising the icon located within the pictorial representation at alocation corresponding to the position of the image of the product. Theuser interface may be referred to as an “augmented reality” display. Anexample of the user interface is provided in FIG. 4.

The display module 212 may provide one or more additional userinterfaces based on selections received from the user. The additionaluser interfaces may provide information to the user about the product orincentives associated with the product. The additional user interfacesmay provide information accessed from the user history database 210.

FIG. 3 is a flow chart illustrating a method 300 to provide informationbased on location, according to an example embodiment. The method 300may be performed by the incentive system 200 or the incentive system122.

In an operation 302, field of vision information is received from auser. The field of vision information may include an image captured bythe user using a digital camera (e.g., an image of the user's field ofvision, an image of a sign identifying the user's field of vision, or animage of a QR code identifying the user's field of vision) or a seriesof alphanumeric characters input by the user. Based on the field ofvision information, product information about products in the user'sfield of vision is accessed. The products may be identified according toa UPC or SKU code.

In an operation 304, a search is conducted for incentives correspondingto the products in the user's field of vision. The search is based onthe product information. The search may be specific to incentivesoffered by the retailer.

In an operation 306, a pictorial representation of the user's field ofvision is generated. The pictorial representation may be an imagecaptured by the user or may be an image generated independently of theuser. The pictorial representation may include additional dataindicating the position of the products depicted in the pictorialrepresentation.

In an operation 308, the incentives are mapped to the products in thepictorial representation. The incentives corresponding to each productmay be represented by one or more icons added to the pictorialrepresentation. Additional information associated with the product oruser history associated with the product may also be mapped to theimages of the products on the pictorial representation.

In an operation 310, an augmented reality display is provided. Theaugmented reality display includes the pictorial representation of theuser's field of vision and one or more icons positioned over or adjacentto images of products within the pictorial representation.

FIG. 4 is an example user interface 400 generated according to anexample embodiment. The example user interface 400 comprises thepictorial representation 402 of the user's field of vision and a legend404. The user interface 400 may receive input from a user via, forexample, a touch screen.

The pictorial representation 402 includes, in the example depicted, apicture of a portion of store shelves supporting items for sale. Thepictorial representation may be a drawing or a photograph of the fieldof vision. The pictorial representation 402 includes product images suchas product image 406 and icons such as icon 408. The icons may partiallyor completely overlap a product image corresponding to the productidentified with an incentive. In some embodiments, the icon may beadjacent to, but not overlap the product image. The icons may vary insize, shape, color, or other identifying characteristics.

In some instances, the user may be provided an option to view theproducts in the field of vision as a list of the products. The list ofthe products may be sortable according to position within the field ofview of the user. To illustrate, the list may list the products in thefield of vision from left to right and from top to bottom.

The example user interface 400 further includes a legend 404 thatincludes the icons used in the pictorial representation and a definitionof the icon. The legend 404 may be optional and the user may be providedan option to hide or show the legend.

FIG. 5 is another example user interface 500 generated according to anexample embodiment. The example user interface 500 may be presented tothe user upon receiving a selection of a product image in the pictorialrepresentation 402. The example interface includes a product image 502along with the icons 504 assigned to the product image in the pictorialrepresentation 402. Additional information, such as a productdescription or user history information may be displayed in the exampleuser interface 500.

A description of an automatic incentive 506 is displayed. The automaticincentive 506 accrues to the user automatically at checkout or uponscanning a club card or other loyalty program identifier at a point ofservice (POS) station in the store.

A description of a redeemable incentive 508 is also displayed. Aredeemable incentive does not necessarily accrue automatically to theuser. Instead the user may be required to present a coupon at checkoutand/or perform some other action (e.g., purchase a particular number ofitems). A button 510, when selected, causes the user's device todownload the coupon associated with redeemable incentive 508.

Modules, Components and Logic

Certain embodiments are described herein as including logic or a numberof components, modules, or mechanisms. Modules may constitute eithersoftware modules (e.g., code embodied (1) on a non-transitorymachine-readable medium or (2) in a transmission signal) orhardware-implemented modules. A hardware-implemented module is tangibleunit capable of performing certain operations and may be configured orarranged in a certain manner. In example embodiments, one or morecomputer systems (e.g., a standalone, client or server computer system)or one or more processors may be configured by software (e.g., anapplication or application portion) as a hardware-implemented modulethat operates to perform certain operations as described herein.

In various embodiments, a hardware-implemented module may be implementedmechanically or electronically. For example, a hardware-implementedmodule may comprise dedicated circuitry or logic that is permanentlyconfigured (e.g., as a special-purpose processor, such as a fieldprogrammable gate array (FPGA) or an application-specific integratedcircuit (ASIC)) to perform certain operations. A hardware-implementedmodule may also comprise programmable logic or circuitry (e.g., asencompassed within a general-purpose processor or other programmableprocessor) that is temporarily configured by software to perform certainoperations. It will be appreciated that the decision to implement ahardware-implemented module mechanically, in dedicated and permanentlyconfigured circuitry, or in temporarily configured circuitry (e.g.,configured by software) may be driven by cost and time considerations.

Accordingly, the term “hardware-implemented module” should be understoodto encompass a tangible entity, be that an entity that is physicallyconstructed, permanently configured (e.g., hardwired) or temporarily ortransitorily configured (e.g., programmed) to operate in a certainmanner and/or to perform certain operations described herein.Considering embodiments in which hardware-implemented modules aretemporarily configured (e.g., programmed), each of thehardware-implemented modules need not be configured or instantiated atany one instance in time. For example, where the hardware-implementedmodules comprise a general-purpose processor configured using software,the general-purpose processor may be configured as respective differenthardware-implemented modules at different times. Software mayaccordingly configure a processor, for example, to constitute aparticular hardware-implemented module at one instance of time and toconstitute a different hardware-implemented module at a differentinstance of time.

Hardware-implemented modules can provide information to, and receiveinformation from, other hardware-implemented modules. Accordingly, thedescribed hardware-implemented modules may be regarded as beingcommunicatively coupled. Where multiple of such hardware-implementedmodules exist contemporaneously, communications may be achieved throughsignal transmission (e.g., over appropriate circuits and buses) thatconnect the hardware-implemented modules. In embodiments in whichmultiple hardware-implemented modules are configured or instantiated atdifferent times, communications between such hardware-implementedmodules may be achieved, for example, through the storage and retrievalof information in memory structures to which the multiplehardware-implemented modules have access. For example, onehardware-implemented module may perform an operation, and store theoutput of that operation in a memory device to which it iscommunicatively coupled. A further hardware-implemented module may then,at a later time, access the memory device to retrieve and process thestored output. Hardware-implemented modules may also initiatecommunications with input or output devices, and can operate on aresource (e.g., a collection of information).

The various operations of example methods described herein may beperformed, at least partially, by one or more processors that aretemporarily configured (e.g., by software) or permanently configured toperform the relevant operations. Whether temporarily or permanentlyconfigured, such processors may constitute processor-implemented modulesthat operate to perform one or more operations or functions. The modulesreferred to herein may, in some example embodiments, compriseprocessor-implemented modules.

Similarly, the methods described herein may be at least partiallyprocessor-implemented. For example, at least some of the operations of amethod may be performed by one or processors or processor-implementedmodules. The performance of certain of the operations may be distributedamong the one or more processors, not only residing within a singlemachine, but deployed across a number of machines. In some exampleembodiments, the processor or processors may be located in a singlelocation (e.g., within a home environment, an office environment or as aserver farm), while in other embodiments the processors may bedistributed across a number of locations.

The one or more processors may also operate to support performance ofthe relevant operations in a “cloud computing” environment or as a“software as a service” (SaaS). For example, at least some of theoperations may be performed by a group of computers (as examples ofmachines including processors), these operations being accessible via anetwork (e.g., the Internet) and via one or more appropriate interfaces(e.g., Application Program Interfaces (APIs).)

Electronic Apparatus and System

Example embodiments may be implemented in digital electronic circuitry,or in computer hardware, firmware, software, or in combinations of them.Example embodiments may be implemented using a computer program product,e.g., a computer program tangibly embodied in an information carrier,e.g., in a machine-readable medium for execution by, or to control theoperation of, data processing apparatus, e.g., a programmable processor,a computer, or multiple computers.

A computer program can be written in any form of programming language,including compiled or interpreted languages, and it can be deployed inany form, including as a stand-alone program or as a module, subroutine,or other unit suitable for use in a computing environment. A computerprogram can be deployed to be executed on one computer or on multiplecomputers at one site or distributed across multiple sites andinterconnected by a communication network.

In example embodiments, operations may be performed by one or moreprogrammable processors executing a computer program to performfunctions by operating on input data and generating output. Methodoperations can also be performed by, and apparatus of exampleembodiments may be implemented as, special purpose logic circuitry,e.g., a field programmable gate array (FPGA) or an application-specificintegrated circuit (ASIC).

The computing system can include clients and servers. A client andserver are generally remote from each other and typically interactthrough a communication network. The relationship of client and serverarises by virtue of computer programs running on the respectivecomputers and having a client-server relationship to each other. Inembodiments deploying a programmable computing system, it will beappreciated that that both hardware and software architectures requireconsideration. Specifically, it will be appreciated that the choice ofwhether to implement certain functionality in permanently configuredhardware (e.g., an ASIC), in temporarily configured hardware (e.g., acombination of software and a programmable processor), or a combinationof permanently and temporarily configured hardware may be a designchoice. Below are set out hardware (e.g., machine) and softwarearchitectures that may be deployed, in various example embodiments.

Example Machine Architecture and Machine-Readable Medium

FIG. 6 is a block diagram of machine in the example form of a computersystem 600 within which instructions, for causing the machine to performany one or more of the methodologies discussed herein, may be executed.In alternative embodiments, the machine operates as a standalone deviceor may be connected (e.g., networked) to other machines. In a networkeddeployment, the machine may operate in the capacity of a server or aclient machine in server-client network environment, or as a peermachine in a peer-to-peer (or distributed) network environment. Themachine may be a personal computer (PC), a tablet PC, a set-top box(STB), a Personal Digital Assistant (PDA), a cellular telephone, a webappliance, a network router, switch or bridge, or any machine capable ofexecuting instructions (sequential or otherwise) that specify actions tobe taken by that machine. Further, while only a single machine isillustrated, the term “machine” shall also be taken to include anycollection of machines that individually or jointly execute a set (ormultiple sets) of instructions to perform any one or more of themethodologies discussed herein.

The example computer system 600 includes a processor 602 (e.g., acentral processing unit (CPU), a graphics processing unit (GPU) orboth), a main memory 604 and a static memory 606, which communicate witheach other via a bus 608. The computer system 600 may further include avideo display unit 610 (e.g., a liquid crystal display (LCD) or acathode ray tube (CRT)). The computer system 600 also includes analphanumeric input device 612 (e.g., a keyboard), a user interface (UI)navigation device 614 (e.g., a mouse), a disk drive unit 616, a signalgeneration device 618 (e.g., a speaker) and a network interface device620.

Machine-Readable Medium

The disk drive unit 616 includes a machine-readable medium 622 on whichis stored one or more sets of instructions and data structures (e.g.,software) 624 embodying or utilized by any one or more of themethodologies or functions described herein. The instructions 624 mayalso reside, completely or at least partially, within the main memory604 and/or within the processor 602 during execution thereof by thecomputer system 600, the main memory 604 and the processor 602 alsoconstituting machine-readable media.

While the machine-readable medium 622 is shown in an example embodimentto be a single medium, the term “machine-readable medium” may include asingle medium or multiple media (e.g., a centralized or distributeddatabase, and/or associated caches and servers) that store the one ormore instructions or data structures. The term “machine-readable medium”shall also be taken to include any tangible medium that is capable ofstoring, encoding or carrying instructions for execution by the machineand that cause the machine to perform any one or more of themethodologies of the present invention, or that is capable of storing,encoding or carrying data structures utilized by or associated with suchinstructions. The term “machine-readable medium” shall accordingly betaken to include, but not be limited to, solid-state memories, andoptical and magnetic media. Specific examples of machine-readable mediainclude non-volatile memory, including by way of example semiconductormemory devices, e.g., Erasable Programmable Read-Only Memory (EPROM),Electrically Erasable Programmable Read-Only Memory (EEPROM), and flashmemory devices; magnetic disks such as internal hard disks and removabledisks; magneto-optical disks; and CD-ROM and DVD-ROM disks.

Transmission Medium

The instructions 624 may further be transmitted or received over acommunications network 626 using a transmission medium. The instructions624 may be transmitted using the network interface device 620 and anyone of a number of well-known transfer protocols (e.g., HTTP). Examplesof communication networks include a local area network (“LAN”), a widearea network (“WAN”), the Internet, mobile telephone networks, Plain OldTelephone (POTS) networks, and wireless data networks (e.g., WiFi andWiMax networks). The term “transmission medium” shall be taken toinclude any intangible medium that is capable of storing, encoding orcarrying instructions for execution by the machine, and includes digitalor analog communications signals or other intangible media to facilitatecommunication of such software.

Although an embodiment has been described with reference to specificexample embodiments, it will be evident that various modifications andchanges may be made to these embodiments without departing from thebroader spirit and scope of the invention. Accordingly, thespecification and drawings are to be regarded in an illustrative ratherthan a restrictive sense. The accompanying drawings that form a parthereof, show by way of illustration, and not of limitation, specificembodiments in which the subject matter may be practiced. Theembodiments illustrated are described in sufficient detail to enablethose skilled in the art to practice the teachings disclosed herein.Other embodiments may be utilized and derived therefrom, such thatstructural and logical substitutions and changes may be made withoutdeparting from the scope of this disclosure. This Detailed Description,therefore, is not to be taken in a limiting sense, and the scope ofvarious embodiments is defined only by the appended claims, along withthe full range of equivalents to which such claims are entitled.

Such embodiments of the inventive subject matter may be referred toherein, individually and/or collectively, by the term “invention” merelyfor convenience and without intending to voluntarily limit the scope ofthis application to any single invention or inventive concept if morethan one is in fact disclosed. Thus, although specific embodiments havebeen illustrated and described herein, it should be appreciated that anyarrangement calculated to achieve the same purpose may be substitutedfor the specific embodiments shown. This disclosure is intended to coverany and all adaptations or variations of various embodiments.Combinations of the above embodiments, and other embodiments notspecifically described herein, will be apparent to those of skill in theart upon reviewing the above description.

What is claimed is:
 1. A system comprising: a hardware processor; aninventory module including multiple instructions that, when executed bythe hardware processor: receive an image of a marker that identifies aparticular field of vision for a user located proximal to the marker;and identify the particular field of vision by processing the image ofthe marker; a search module including multiple instructions that, whenexecuted by the hardware processor, identify-one or more products thatare in the particular field of vision, at least one of the one or moreproducts corresponding to an incentive; a location module includingmultiple instructions that, when executed by the hardware processor,generate a pictorial representation of the particular field of vision,the pictorial representation including a product image for each of theone or more products corresponding to the incentive, each product imagebeing positioned within the pictorial representation based on a positionof the corresponding product in the particular field of vision; amapping module including multiple instructions that, when executed bythe hardware processor, modify the product image for at least one of theone or more products corresponding to the incentive by causing theproduct image to display: a first icon representing the incentive; and asecond icon indicating that a second user associated with the user haspreviously purchased or favorited the product associated with themodified product image; and a display module including multipleinstructions that, when executed by the hardware processor: generate auser interface for display at a client device, the user interfaceconfigured to display the pictorial representation with the modifiedproduct image; and display, responsive to receiving a selection of thesecond icon, a second user interface including additional informationabout the second user associated with the user having previouslypurchased or favorited the product associated with the modified productimage.
 2. The system of claim 1, wherein the image of the digital markeris captured by a camera of the client device.
 3. The system of claim 1,the location module further configured to identify the particular fieldof vision in response to receiving a selection of one of multiplepossible fields of vision.
 4. The system of claim 3, wherein receivingthe selection comprises receiving a second image of a code captured bythe client device.
 5. The system of claim 1, the mapping module furtherconfigured to modify the modified product image to display a third iconrepresenting a purchase history of the user for the product associatedwith the modified product image.
 6. The system of claim 5, the displaymodule further configured to receive a selection of the third icon and,responsive to the selection of the third icon, generate a third userinterface including additional information about the purchase history ofthe user for the product represented by the modified product image. 7.The system of claim 1, the display module further configured to receivea selection of the first icon and, responsive to receiving the selectionof the first icon, generate an additional user interface, the additionaluser interface including additional information about the incentive. 8.The system of claim 1, the display module further configured to receivea selection of a product image for one of the one or more products inthe pictorial representation and, responsive to receiving the selectionof the product image, generate an additional user interface includingadditional information about the incentive corresponding to the selectedproduct image.
 9. The system of claim 1, wherein the incentive comprisesa discount, a loyalty reward, or a gift corresponding to the at leastone of the one or more products.
 10. The system of claim 1, the displaymodule further configured to generate the user interface as including anoption that is selectable to cause display of the icon, the second icon,and information describing the incentive as a list.
 11. The system ofclaim 1, the mapping module configured to modify the product image forthe at least one of the one or more products corresponding to theincentive by altering a display of a subset of pixels that include adisplay of the product image to display the first icon and the secondicon and maintaining a display of other ones of the pixels that includethe display of the product image.
 12. The system of claim 1, wherein theimage of the marker includes a series of alphanumeric characters thatidentify the particular field of vision and the inventory module isconfigured to identify the particular field of vision by processing theseries of alphanumeric characters using optical character recognition.13. A method comprising: receiving, from a digital camera of a computingdevice, an image of a marker comprising a series of alphanumericcharacters that identify a field of vision for a user located proximalto the marker; identifying, by the computing device, the field of visionby processing the series of alphanumeric characters in the image usingoptical character recognition; identifying, by the computing device, oneor more products for sale that are positioned within the field ofvision; identifying, by the computing device, at least one of the one ormore of the products that correspond to an incentive; generating, by thecomputing device, a pictorial representation of the field of vision, thepictorial representation including a product image for each of the oneor more products that are positioned within the field of vision;modifying, by the computing device, a product image for the at least oneof the one or more products that correspond to the incentive by causingthe product image to display: a first icon representing the incentive;and a second icon indicting that a second user associated with the userhas a purchase history associated with the incentive or the at least oneof the one or more products that correspond to the incentive; andgenerating, by the computing device, a user interface that includes adisplay of the pictorial representation.
 14. The method of claim 13,further comprising receiving a selection of the second icon andgenerating, responsive to receiving the selection of the second icon, anadditional user interface including information describing the purchasehistory of the second user associated with the user.
 15. The method ofclaim 13, wherein modifying the product image for the at least one ofthe one or more products comprises altering a display of a subset ofpixels that include a display of the product image to display the firsticon and the second icon and maintaining a display of other ones of thepixels that include the display of the product image.
 16. The system ofclaim 1, wherein an indication of the incentive is not included in theparticular field of vision for the user located proximal to the marker.17. The system of claim 1, the inventory module further configured toreceive an image of the particular field of vision and generate thepictorial representation of the particular field of vision using thereceived image of the particular field of vision.
 18. The system ofclaim 17, the search module further configured to identify at least oneof the one or more products that are in the particular field of visionbased on a universal product code or a stock keeping unit code includedin the received image of the particular field of vision.
 19. Anon-transitory computer-readable medium storing instructions that areexecutable by one or more computing devices to perform operationscomprising: receiving, from a digital camera, an image of a markercomprising a series of alphanumeric characters that identify a field ofvision for a user located proximal to the marker; identifying one ormore products that correspond to an incentive and are positioned withinthe field of vision; generating a pictorial representation of the fieldof vision, the pictorial representation including a product image foreach of the one or more products that correspond to the incentive, eachproduct image being positioned based on respective positions of the oneor more products in the field of vision; modifying a product image forat least one of the one or more products that correspond to theincentive by causing the product image to display: a first iconrepresenting the incentive; a second icon indicating that a second userassociated with the user has a purchase history associated with theincentive or the at least one of the one or more products thatcorrespond to the incentive; and a third icon indicating that the userhas a purchase history associated with the incentive or the at least oneof the one or more products that correspond to the incentive; andgenerating a user interface that includes a display of the pictorialrepresentation including the modified product image.
 20. Thenon-transitory computer-readable medium of claim 19, the operationsfurther comprising receiving a selection of the second icon andgenerating, responsive to receiving the selection of the second icon, anadditional user interface including information describing the purchasehistory of the second user associated with the user.
 21. Thenon-transitory computer-readable medium of claim 19, the operationsfurther comprising receiving a selection of the third icon andgenerating, responsive to receiving the selection of the third icon, anadditional user interface including information describing the purchasehistory of the user.
 22. The non-transitory computer-readable medium ofclaim 19, wherein modifying the product image for the at least one ofthe one or more products comprises altering a display of a subset ofpixels that include a display of the product image to display the firsticon, the second icon, and the third icon and maintaining a display ofother ones of the pixels that include the display of the product image.